Injecting warmth and personality into Aggregate Industries’ brand

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Challenge

Health & Safety (H&S) is one of Aggregate Industries’ business priorities and therefore the business is brilliant at instilling good H&S practice in its colleagues. There’s evidence throughout the business that there is a culture of care and lots of initiatives to keep H&S top of mind.

We were challenged to create a campaign that leverages this brilliant culture and builds on it, so AI colleagues are compelled to share how they go about looking after one another in the workplace.

Shaping shopper behaviour

Behavioural insight 1: We all have an innate desire to care for one another.

Behavioural economics, and in particular Nudge Theory, were the driving force behind the campaign. It quickly became clear that to encourage people to share examples of their H&S best practice, we needed to create something that the entire business could get behind and engage with.

Nudges were identified as the way for colleagues to share how they have helped a colleague with a health or safety issue. As a result, we created a character called Nudge; the friendly face of Health and Safety at Aggregate Industries.

As the spokesperson, Nudge was to be the centre of the campaign. So much so, that when the AI team came back to work after the Christmas break, Nudge was launched through internal presentations and posters, and all colleagues were given stickers and badges featuring Nudge to give to anyone who shared that they cared.

Hashtags for the campaign were #AISafetyNudge and #AIHealthNudge.

To recognise and reward colleagues who really got behind the campaign, leaderboards were created and monthly award winners recognised with spot prizes.

Driving Success

At the Back to Work presentations in January 2018, colleagues immediately took Nudge to heart and activity on LinkedIn and Twitter took off.